“A story is a fact, wrapped in an emotion that compels us to take an action that transforms our world.” – Richard Maxwell and Robert Dickman in “The Elements of Persuasion”
A story is an extremely powerful format for delivering your message. By putting things in (a sometimes surprising) context, and wrapping facts in emotion, it helps people ingest, digest and retain the information you present them. A good business narrative taps into your personal strengths or experience, appeals to the specific audience in the room and calls them for action. As such, it should be clear that there is no one-size-fits-all template for a good story, or an exhaustive list of “stories that can be told.” Still, there may be some tips on what to tell (or not to tell) in certain situations.
If you’re looking for such a list of best practices, or a taxonomy of story formats, you may have a look at the work of Steven Denning (a former Program Director of Knowledge Management at the World Bank, and a international authority on leadership, innovation and management.), who has described a number of “narrative patterns” from which you may pick for your presentations:
- Springboard stories refer to concrete situations or problems your audience is facing, to spring them into action. This is an ideal opportunity to bring in your personal experience and talk about a similar situation you were confronted with in the past. It is important that the examples you give have a positive tone and a (sort of) happy ending – which the people in the room can get inspired by, learn from and reuse in their own context.
- Stories with a moral often take the form of a parable or even of a fairy tale (see e.g. the examples in my “Tell them fairy tales” post). The stories are usually set in a kind of generic past, and have an explicit moral at the end. The context-setting of these tales may be vague and the facts may be hypothetical, but there must be a clear, believable, and –most important of all– an inspiring take-away at the end.
- Stories about you are based on an event in your personal life event. They help you emotionally connect with your listeners and put a human face (namely, yours) on a problem or solution. As I already mentioned in my post about “A trip down memory lane”, tapping into personal stories often also means sharing details about your private or professional life. Many people may not feel very comfortable with this idea, and it’s a good practice to think before you act, and never share anything you may later regret.
- Visionary stories take your audience on a trip to the future, give them a perspective on the “things to come”, and inspire them to take action to make this vision become reality. Some of my favorite visuals to start such a presentation with are the postcards created by French artist Villemard, that depict his visions of the year 2000… in the year 1910 (see a sample of his predictions below, I have included more of his cards in my “Back to the future” post.)
- Stories about your brand capitalize on the good reputation of your company, its products or services. These are narratives about happy people who have enjoyed a first class experience with your brand. Turn your audience in advocates too, and enrich your presentation by a few catchy anecdotes or –why not—a video testimonial of a happy customer or a model employee.
- Knowledge-sharing narratives overall contain few storytelling elements. They concentrate on a (often very specific) problem, a description of the solution and its positive effect(s). This is the pattern most often used in technical presentations. As such, it’s extremely important that you have a good understanding of who is your audience to tailor your presentation to their specific knowledge, needs and expectations (as explained in my “To whom it should concern” post.)
- You may also use stories for fostering collaboration between the members of your audience. Make sure you are addressing a concern or goal that is shared by a number of people in the room. You may start your presentation e.g. by a poll, enrich the conversation with your personal experience, and fuel the discussion with provocative statements (cfr. my “Begin the beginning” post.)
- Some people may come to your talk with certain prejudices about you or about your presentation content. First thing you’ll have to do in this case is try to debunk the speculations, mock the gossip and tame the grapevine. Apply rational elements, gentle satire, or even reductio ad absurdum techniques, but avoid shocking or ridiculing your audience. Also beware when the prejudice is right, because, as Steven Denning is saying: “If that’s the case, there is little that can be done except to admit the rumor, put it in perspective, and move on.”
More reading by Steven Denning and about narrative patterns:
- Mastering the Discipline of Business Narrative (by Steven Denning)
- Why Leadership Storytelling Is Important (by Steven Denning)
- How to Listen to a Speech (by Nick Morgan)
- Business Storytelling – Using Stories to Inspire (by Mind Tools)
- It’s the story, stupid (by me)